ADV Says “Anime Toys R Us.”

The company that likes all things Anime has formally announced that it is opening a new division to conquer the multi-billion dollar international toy business.

First mentioned at this summer’s Anime Expo in Anaheim, Calif., A.D. Vision’s ADV Toys division will create toys based on the company’s Japanese animation, motion picture and Manga holdings. Among other things, A.D Vision Inc., is the parent company of ADV Films, Newtype USA and the ADV Anime network.

“We’re launching ADV Toys at an opportune moment,” says A.D. Vision president and CEO John Ledford. “Consumers who came to love Japanese animation, manga and other genre forms in their childhood and adolescence now have the resources to acquire and collect high-quality toys and models based on their favorite titles." And for younger age groups, Ledford continues, the company is developing age- and budget-appropriate toys and collectibles as well.

Because of the company’s presence in the print and broadcast world, company execs say they have the same sort of cross-promotional opportunities available to the big entertainment congloms. “We’re able to reach consumers and potential consumers through ADV Films, ADV Manga, the monthly magazine Newtype USA, and via the Anime Network as well," Ledford notes. "It’s synergy at its best.”